MENA beauty and personal care market reaches $46bn across skincare, haircare, colour and fragrance
The Middle East & North Africa (MENA) beauty and personal care market reached $46bn in 2024, driven by growth across skincare, haircare, colour cosmetics and fragrances according to Euromonitor International.
Dermocosmetics and fragrances grew by 6% while suncare increased by 4%, signalling sustained consumer demand.
Meanwhile, consumers are increasingly prioritising wellness-driven products and mindful spending. Scientific ingredients such as retinol, NAD+ and vitamin E are in demand while the ‘Recession Glam’ trend reflects a preference for premium-feel products at accessible price points, exemplified by brands such as SHEGLAM.
It also finds that brand engagement remains diverse with global names retaining prominence while Asian products, including K-Beauty and J-Beauty, continue to attract interest. At the same time, Arab beauty brands such as The Camel Soap Factory, Asteri Beauty and Aiza Beauty are gaining visibility through culturally resonant messaging and influencer support.
Elsewhere, ingredients and fragrances remain central to the market. Skincare incorporates both science-backed and culturally significant elements like black seed, luban and sidr leaves, while fragrances such as oud, frankincense and rose reflect enduring social and luxury associations.
Retail channels are evolving, with brick-and-mortar stores continuing to dominate, but e-commerce and social media, particularly TikTok and Instagram, are increasingly influential in driving product discovery and purchase decisions.
Euromonitor International senior consultant, Beauty & Health | Luxury & Fashion, MENAT & Pakistan Amna Abbas says: “Middle Eastern consumers continue to be receptive to global, regional and local brands that provide high value by meeting their beauty and health wants and needs. Hence, beauty brands worthy in the Middle East are those that help maintain consumers’ beauty and health to support a functional, uninterrupted lifestyle, as seen in trends like ‘healthspan plans’.”
Euromonitor will provide further insight at Beautyworld Middle East at the end of October. Abbas is scheduled to speak on 27 October, 11:45–12:30, on “The Future of Personal Care: Trends & Shifts to Watch,” examining emerging trends, declining categories and strategies for brand relevance.